Here’s a tip I shared with a health coach earlier today regarding writing compelling messaging…
When trying to get someone to buy what you are offering, we have the tendency to talk about product/service features and tangible benefits.
But in order to dominate our industry and elevate ourselves above the competition, we have to communicate in terms of emotional benefits.
Once you establish the “so what” result, benefit or payoff, ladder up to the emotional benefit or payoff. If what you offer your coaching clients is the ability to get clear on their goals, what will getting clear do for them emotionally? Maybe it’s that they feel on the right path in life for example.
Then ladder up again…being on the right path in life allows then to feel strong and independent. Continue to ladder…feeling strong and independant gives them a sense of purpose and freedom.
So elevate your messaging to speak to the end result and pull on emotion or heart strings. For example…ultimately you are selling them freedom, not simply clarity on their goals.
Emotional benefit “laddering” is the work I did in my past life with brands such as Frito-Lay and Pepsi. There is also a great analogy on features versus benefits if you look up “paper clip marketing”.
It’s a starting point but yeah still broad. Think about all of the people out there with a get clear, get focused, live the life of your dreams message. It could apply to anyone. I work with coaches all the time who come to me with a “live the life you love” message. Sound familiar? That’s Marie Forleo and Oprah.
The key will be to create an original message that speaks directly to the needs of your specific market.
If you can do this successfully, you will have a “hook” that will easily pull in the perfect client!